| Abstract [eng] |
In this work the consumers' behaviour is being analyzed, and its importance in the clothers' salons practice is being evaluated. The goal of the work - to prepare the theoretical assumptions of the consumers' behaviour research and to analyze the consumers' behaviour in the clothers' salons of Šiauliai, by identifying the main factors, which have some effect on it. The theoretical literature, used in the work helped to answer the main ąuestions of the theme: in the theoretical part the concept of the consumers' behaviour is being described, the importance of the consumers' behaviour research is being reviewed, the intrinsic and extrinsic factors, which are effecting the consumers' behaviour are being analyzed, the main types of consumers and their features of behaviour are being excluded, the alternative consumers' behaviour research technique, the quality of clothers' and assortments' pressure to consumer are being analyzed. In the practical part the consumers' behaviour research instrumentation is being formulated, the techniques described, the data, received in the process of this research is being analyzed. According to the study results, the clothers' salons actions are being defined, the way it could better meet the consumer expectations, to pay attention to their requirements, to chose the proper marketing aims and measures, as well as to influence the consumers' behaviour and to attain the enduring success in business. After the overlooking the collected information, literature resources and the data analysis of the research, the recommendations and generalized evaluation inferences are being represented at the end of the work. These master research work, which are introducing the substantiality of the consumers' behaviour research and their practical application in the company's proceedings, may be useful in the marketing sphere, in connections with the community for specialists and everyone else, who is interested in the subject of consumers' behaviour. |
